UM MENA has announced the appointment of Rasha Rteil as Regional Innovation Director.
Based in Dubai, Rasha will be instrumental in developing innovative, integrated and digitally led consumer engagement solutions on international, regional and local clients. Her key focus will be innovation with a plug and play approach by driving tech partnerships to add value and increase the reach of brands across all audiences, so they can spark memorable moments with their consumers.
“With UM MENA at the forefront of embracing innovation and technology as a stand alone function & talent, I cannot but expect to undergo an exciting and alluring journey alongside the strategy & product team as our aim is to make our brands robust enough to evolve with our audience’s ever-changing adoption of technology through identifying fragmented content consumption, avant-garde immersive channels and by harnessing the power of multiscreen experiences.
UM MENA brings a showcase of fun and enthusing brands and with that we will thrive to create deliberate encounters that engage consumer’s senses to create lasting impressions that drive our client’s brands in a measurable way digitally, in the physical world, or even both.”
This hire is part of UM MENA’s strategy to configure our integrated planning and strategy and proficiently include novelty communication solutions by crafting immersive and experimental media moments. Rasha sets out to build robust brands enough to evolve with our audience’s thriving needs and expectations.
Previously at Mindshare MENA, Rasha was heading digital media for Lebanon and was responsible as well for leading innovation strategies across the region.